Purpose, Mission, Vision/Advertising The ‘purpose turn’ defines the positive impact you want to have in the world. Some British ad folk found themselves wondering, what contribution should the advertising industry be making to tackling the big global issues of the day like climate change, poverty and education? How can the industry’s creative firepower be leveraged to make the world better? “What we found in the course of our research was that the critical question is not so much what advertising can do for the world, as what advertising needs to do for itself, and how the world will benefit, as and when the industry rises to the challenge. This report, which began as a critique from the outside, has become a challenge from within. A challenge for the industry, agencies and each of us as individuals to develop a clear sense of purpose about the legacy we want to leave behind. We call this process the ‘purpose turn’; it involves defining and embodying the positive impact you want to have in the world.” Report: Reclaiming Agency. How to Save Advertising (And Create a Better World)